The SFMC Functional Analyst role involves translating business needs into functional requirements, leading multichannel campaign operations (email, SMS, push), automations (customer journeys, nurture sequences), personalization via Einstein, A/B testing, KPI analysis and funnel optimization, with a focus on customer experience within the Salesforce ecosystem.
Analysis & Requirements: Map business demands and translate them into functional specifications for SFMC (Journey Builder, Automation Studio, Email Studio, Mobile Studio);
Campaign Management: Plan, configure and execute omnichannel campaigns (email, SMS, push notifications), including A/B testing for optimization;
Automation: Develop automation flows, communication sequences and personalized journeys using Einstein for predictions and recommendations;
Personalization & Segmentation: Use data to segment audiences, implement dynamic content and real-time personalization;
Performance Analysis: Monitor KPIs (open rates, click-through rates, conversions), create dashboards and reports in Query Studio;
Data Management: Import/export data, manage Data Extensions and perform basic integrations with Sales/Service Cloud via Marketing Cloud Connect;
Collaboration: Work with marketing, sales, IT and product teams to align strategies and integrations.

SFMC Platform: Hands-on experience with Journey Builder, Automation Studio, Email Studio, Mobile Studio and Einstein (for AI-driven predictions), plus experience with automations and A/B testing;
Digital Marketing: Understanding of the sales funnel, lead scoring, nurturing and omnichannel conversion strategies;
Data Analysis: Advanced Excel, Google Analytics and BI tools; familiarity with Query Studio;
Methodologies: Agile practices (Scrum);
Education: Bachelor's degree in Marketing, IT or a related field;
Certifications: Marketing Cloud Email Specialist, Administrator or Consultant (advantageous);
Experience: 2+ years working with Salesforce Marketing Cloud (SFMC).

Functional Analyst, Salesforce Marketing Cloud

Key skills